Effect of IT Industry on Literacy Essay Example | Topics and Well Written Essays - 1500 words

Effect of IT Industry on Literacy - Essay Example For example a manual may require at least a week with a man power of ten to fifteen people whereas when it comes to an automation the same work can be finished off within a day with an employee of one o two who knows how to operate it. A number of examples can be cited where Information Technology has played a considerable role. We can take the banks before they were automated. There used to be a lot of difficulty and lot of time consumption for performing transactions. Cashing a check involved a lot of time as the balance had to be calculated manually. But Information Technology has revolutionized banking sectors. Any kind of transaction can be performed within seconds from creating an account to withdrawing cash. And the introduction of ATMs(Automated Teller machines) has made the work even much more simpler in which the user can take money whenever he or she likes and need nor carry the exact amount of money. The IT industry has created a lot of opportunities as well in terms of employment and also with special incentives and packages which no other fields are offering. And also IT sector had a lot of influence of the education sector. Computer education is being provided from early years of education itself. This helps children to cope up with the coming years since they would have firm foundation in computers. Also special emphasis is being given in terms of application programming and also to games. Games help children to improve creativity and also form a kind of entertainment and refreshment. Similarly exposure to internet has also helped since internet is considered to be the largest storage of knowledge and the child can get any sort of information on whatever topic or subject he or she is interested in. It also makes learning easy and interesting. Information technology provides for students to develop and exercise their critical thinking abilities. Information conveyed through advanced information technology such as computers and the World Wide Web can appear more convincing than the same information conveyed through a conversation with a stranger or the newspaper, despite the fact that it may have equiva lent accuracy and validity. Students must evaluate all information critically. Their ability to present information using information technology can aid in developing an ability to separate form from content in all information, and in assessing its accuracy and validity. The result is a more critical evaluation of all information. Such critical ability helps individuals to evaluate information technology-mediated claims for alternative medicines, advertisements for energy-efficient homes, and homework advice from peers. Hence it can be observed that the IT industry has many positive aspects on literacy and education. One of the reasons is that IT has been made to reach even the remote places these days. In the past computers were only subjected to large offices and sectors. Even the internet was limitedly available. But slowly due to advancement in technology an attempt has been made to reach technology to every one and everywhere. This had been dome mainly due to the benefits which this particular field has got. These are the advantages of the IT field. But there are many negative aspects of IT sector as well. IT has definitely promoted literacy. But it has

Individual reflective report on business plan Essay

Individual reflective report on business plan - Essay Example The business plan was to be graded according to a rubric; thus, this rubric was considered to be a tool aimed at facilitating the consistency in grading assignment (Martinez, Wells, Peterson, Hannigan, & Stevenson, 2008, 19). Therefore, we took the rubric as the criteria of working on the business plan in order to ensure that it met expected level of quality for the purpose of grading. There were a lot of things that I learnt in the experience from this team work; for instance, I learnt that the team assignment is divided to be assigned to members. I also came to lean than the team leader ensures that member is assigned to the section that they are comfortable with. This was by letting the members decide the section that they were to tackle. I also learnt that there should be a separate section of compiling, editing, proofreading, revising, and submitting (Martinez, Wells, Peterson, Hannigan, & Stevenson, 2008, 19). There was to be one of our members who were to concentrate on this s ection, hence, this was facilitating the covering of all the section of the business plan and work to be credited appropriately. I also learnt the importance of setting dates for checking on the progress with the other members. We used online workspace for updating one another on various tasks of the projects. This helped us to maintain the cohesiveness of the team and ensure that everyone is still doing what was expected. I also learnt that there is the importance in setting the dates for submitting the drafts and the final work for each team member. We also used the time frame for gathering the feedback and ideas from the members before the business plan was finally compiled together. We also ensured that we had enough time for proofreading the business plan before submitting. 2. Process of Idea Initiation: Ideas initiation process began with a stage where members were oriented to the task of coming up with a business plan in a way that created awareness regarding objectives of th e team. Member held a discussion, which was focused on the scope of the task and the approach to undertaking the task (Belbin, 2012, 1). Proceeding to the next stage in the process, members were expected to present their ideas regarding any form of a business plan. In fact, this stage required members to be engaged into a brainstorming session, whereby all the ideas from members were acknowledged. Moreover, they were expected to bend their feeling and attitudes in order to deal with the task that was to be undertaken by the team (Belbin, 2012, 1). On the other hand, members were offered a chance to gather reasonable information regarding any company’s employees, partners, associates, and customers. Nevertheless, during this stage I gained understanding of the performance stage, whereby team members are offered a chance to develop their capacity and interdependence, social skills, and personal relations (Belbin, 2012, 1). Furthermore, this session facilitated development of ab ility to convey ideas and it also assisted the members of the team to acknowledge each member’s contribution. On the other hand, coming up with the business idea required extensive research in the internet in order to gather relevant information; in fact, this facilitated completion of this business plan. This stage gave me the skills to be able to finding journals articles, books, and websites that could provide the relevant information for the research (Martinez, Wells, Peterson, Hannigan, & Stevenson,

United arab emirates stand agaisnt ISIS Essay Example | Topics and Well Written Essays - 500 words

United arab emirates stand agaisnt ISIS - Essay Example The nation registered a strong condemnation for the terrorist acts and gross human rights violations committed by ISIS (Khaleej Times 1). This included a range of heinous crimes against humanity committed by ISIS like the beheading and killing of Western hostages, genocide of ethnic and religious minorities, violation of political and human rights by ISIS in the territories under its domain and its overall ideology of violence, intolerance and radicalization of Islam. In multiple official communiquà ©s made by the UAE, both to the regional and global media, the Emirate officially labelled and categorized ISIS to be a threat to humanity, a big challenge to regional peace and stability, and a cause of concern that warrants collective international action and commitment (Khaleej Times 1). The UAE also made proactive efforts to muster and influence the international community against the grave threat posed by ISIS, by sponsoring a range of regional meets and opinion making efforts. This included hosting International Centre of Excellence against Violent Extremism and organizing a â€Å"Muslim Council of Elders â€Å"comprising of reputed scholars from many Muslim nations, with the objective of combating the ideological sway commanded by ISIS in the region for the time (Khaleej Times 1). In addition, the UAE pledged an unconditional and committed support to the Western efforts to fight ISIS. UAE is amongst the group of Middle East nations including Saudi Arabia, Qatar, Bahrain and Jordan who are actively participating in the airstrikes against ISIS, led by the US and other Western powers (Khan 1). The UAE also expressed a strong support for the UN Security Council Resolution 2170 aimed at galvanizing international efforts against the war on ISIS (Khaleej Times 1). In addition the Ministry of Foreign Affairs is looking to it that

Dating Single Parent Essay Example for Free

Dating Single Parent Essay Dating and the Single Parent is a book five star book, because Deal has done a marvelous job presenting useful steps for single parents who are divorced and is thinking of re-entering back into a dating relationship, or even remarrying. The book is divided into sections of dating to present a sequential sequence of steps to determine whether the single parent is ready, and what right decisions they need to make if they have children. The book is honest, and practical when it comes to addressing situations that every single parent goes through while trying to reenter the dating life. The book presented questions along with real life realties of dating when there are children involved in the mix. Deals admiration how the book as written from a strong biblical perspective. Deals main goal in this book is to motivate its readers to do the necessary work of a relationship building. The Appendix 2 of the book begins with a sample purity pledge. This section of the book organized activities for dating couples to involve in, such as flirtation and hugging, without having to be sexual involved with one another. Section one of the book focuses on dating with kids and dating willingness. Before an individual is ready to date the individual must have a goal in dating. Deals helps single parents determine whether or not they are ready to re-enter back into the dating world. Some single parents are single due to previous marriages that failed, which lead to divorce. Deal describes divorce as a traumatic experience. Yet some single parents never really get over the horrifying experience of divorce and remain single. But Deal has puts together a checklist to help single parents determine whether or not they are ready for the dating world Deal presents biblical principle throughout the book reminding single parents to always put God first in any relationship decision they decide to make. The part that stood out to me the most in this section was the discussion on when children are involved, how dating gets complicated. Ron Deal gives excellent advice on how to determine if kids are ready for dating, what to expect when dating a single parent, and things to consider before getting engaged, and growing the family into a step-family. Section two gives people supportive advice on right places to capture love. The section is split up into chapters labeled as â€Å"yellow light,† â€Å"red light, â€Å"and â€Å"green light.† Deal provides warning  signs that people should take into consideration when trying to date the opposite sex. Signs that single parents should take into consideration is â€Å"how will this person influence the kids?† â€Å"Is the man willing to date the person and their kids?† Last section Ron Deal provides readers with valuable guidance on marriage commitment, and step families. Deal’s has developed an interest ing perception on step-families. Throughout schooling many people have been taught that blended families were made up of step-families. But Deal argues that step-families should not be looked upon as blended families. Deal encourages single parents to take their time on dating and to trust in God for pursing a health Christian based relationship. Dating and the Single Parent Book so remarkable, because often time’s single parents suffer with trying to regain love, along with trying to find someone to accept their children. Deal offers awesome pointers to finding a relationship with kids, dating, and finding long lasting love. Discipline should always be done with love and with Gods approval, but not to make the children angry Ephesians 6:4(King James Version). Potential Use for Premarital Christian Couples The book, Dating and the Single parent does an excellent job at studying the difficult process of finding love in the center of having children and trying to date. Ron Deal does a marvelous job at citing biblical principles for single parent to follow while dating. I believe it’s unique that Deal offers biblical insight throughout the book. For example Deal refers to Christianity and faith in god when discussing learn all you can about stepfamily living. For example I’ve personally herd family members and friends say that stepfamilies are not Gods ideal for the Christian house hold. Many people believe this tale because they feel as though stepfamily ministry lessen to what God intended. I believe that Deal presents valuable content to premarital couples in the church, since church is the place where all types of families meet to hear spiritual teachings. Deal encourages couples to lean all you can about how stepfamilies function, operate best, and why they have the uni que complexities that they can do. Blended step families seems to be a growing trend in the United States of America. In fact blended families have been around since Christ created earth. Remarkable fact Jesus Christ was a part of a blended family. Remember Mary  and Joseph were in a commitment when she told Joseph she was pregnant. Mary and Joseph had not been sexually intimate when Mary told Joseph she was with child. At times Joseph thought about leaving Mary, but did not. Joseph chose to sick by his pregnant fiancà ©e, who he thought had betrayed him. Joseph was willing to go through the battle of scorn and believed in God. Joseph accepted Gods calling for him to love and care for Mary and Jesus. Ironically when you look at family dynamics point of view you can recognize that Christ, Joseph, and Mary were a blended family, a non-traditional unit. It’s very interesting to study that Christ came into the world experiencing a blended- family. In addition, Deal discusses how it is important for singles to take a good look at themselves in the mirror before trying to date again. When self is able to look, examine them they are able to piece together their motivations for dating, fears, loneliness, and unresolved hurt. In order for an individual to move forward in a healthy relationship one must be able to trust God when making future dating decisions and choices during dating process. Ron Deal teachings in his book presented challenges that face today’s modern Christian blended families. Deal presents awesome techniques to help strength relationships. Ron deal helps single parents and those who are dating understand unique family dynamics. Ron Deal help parents recognize that their families are lobed and favored by God. Critique As a future professional counselor, and friend to others, professional counselors should recommend this book to any person who is single with children, and or someone who is dating an individual who has children. Ron Deal has developed a straightforward spiritual guidebook for Christian single dating. The book Dating and the Single Parent opened up my eyes about the truths of relationship and family compatibility, by presenting scenarios to help me make decision.. It was great the way the author Ron Deal incorporated biblical teachings. Like Ron Deal teaches when a single parent is dating or thinking about remarrying someone, they should choose someone who involves setting a godly example for children and blessing them as God blessed us. Deal suggest all throughout the book for single parents whom are dating to â€Å"trust in God to manage the relationship.† Building a family after being single for so many years takes courage, perseverance,  tough skin, and determination. As mentioned earlier the bible presents many teachings of blended families, like Christ family with Joseph being Christ stepparent. I believe that Ron Deal book goes into great deal about giving guidelines for Christian families experiencing dating, and second marriages, while following biblical principles As Christian stepparents, it is important that they love children who are involved in the family unconditionally. Ministry teaches that it’s important that you don’t marginalize your step kids. It is important that the family that it is forming has some kind of respect and acceptance form one another in the family. As a new parent (step) entering the family they must submit themselves to the children with their heart. Another important principle that Deal discusses is educating oneself on stepfamilies. When single parents blend to create stepfamilies, sometimes the progress is not so successful. Many children do not want change and will become angry and frustrated with new family members. Even though remarriage is supposed to be a wonderful joy, many kids are often not as excited as parent and new stepparent. Deal has put together foundations for building a stepfamily. Deal suggests that single parent should take their time, and give everyone a chance to get to know one another and get use to the idea of marriage. Overall Dating and the Single Parent is a great read for single parents who are dating or who are thinking about entering the dating world. The book focuses on dating, and stepfamily relations. Deal sets forth approaches towards building romantic relationships on a Christian basis. References Demo, D. H., Acocl, A. C. (2006). Singlehood,marriage,and remarriage the effects of family structure and family relationships n mathers well being. Journal of Family Issues, 17(3), 338-407. doi:10.1177/019251396017003005 Sweeney, M. M. (2010). Remarriage and stepfamilies. Journal of Marriage and Family, 72(3), 667-684. doi:10.1111/j.1741-3737.2010.00724.x

Increasing Brand Equity Through Viral Marketing Marketing Essay

Increasing Brand Equity Through Viral Marketing Marketing Essay Together with a friend/business partner, I have been developing a new business venture for the last two years. We are building an online platform for DJs, producers and record labels in the dance music industry (It is like a facebook developed for the dance music industry). It is not finished yet and we are still conducting research. Therefore I am going to write my thesis about this topic to expand my knowledge, with the main advantages to use the outcome of my thesis for my business venture. We will offer services to artists and producers to distribute their music efficiently with the main goal to become famous. Marketing is key in this recent concept and it is a new marketing phenomenon that has not been dealt with properly before by theorists. The fact that it is not a very common topic and it will be more difficult to find relevant papers makes it more challenging and therefore more interesting to write about this topic. Strategic brand management and marketing theories are used as a theoretical reference point when the artist branding practises are being evaluated and interpreted. The focus is on three theoretical concepts, viral marketing, brand awareness, and brand equity. Chapter 1: Introduction 1.1 Case background: Globalization and digitization of the dance music industry Over the last few years, the dance music industry has been undergoing a revolutionary change. The emergence of Internet is having a significant impact on the supply chain for dance music. Figure 1, based on Premkumars digital distribution strategies (2003), shows that physical distribution has been replaced by digital distribution. Sharing music through the internet has never been this easy. Modern communications technologies have created new opportunities and increased competition. The digitization and globalization of music asks for new ways to promote and distribute music globally. Figure 1. Dance music distribution: shift in the supply chain a) Pre Web1.0 Physical distribution (until 1999) Artist Record Label Distributor Retailer Consumer b) Web1.0 Digital distribution through record labels (1999 2005) Artist Record Label Distributor Consumer c) Web2.0 Digital distribution and promotion through viral marketing (2005 à ¢Ã¢â€š ¬Ã‚ ¦) Artist Record Label Viral marketing Consumer The advent of the Internet is having a significant impact on both the supply chain for music and the dominance of the big record labels (Graham et al., 2004). The digitization and globalization of the dance music industry has led to a decrease of importance of record labels. Artists do not need record labels anymore to promote and distribute music. With intense competition, it is prudent for record labels to concentrate on their core competency of music creation. This way, record labels can remain truly relevant and valuable to both established and new artists (Crawford, 2001). This change of the supply chain of distributing and promoting music has led to a major structural change in the role of the artist. While the future may look bleak for the major record labels, it looks much more positive for artists and consumers (Graham et al., 2004). The individual artist brand has become more important in order to successfully gain competitive advantage in the dance music industry, which is becoming more crowded and aggressive because of the emergence of internet. It is more difficult for individual artists to be unique and share their sound these days. Because of the increase in importance of the artist brand, artists should understand brand management practices. Consumers should be made aware of the existence of the artist, and therefore brand awareness is very important. Entertainment products, like music, by established names are generally believed to perform better in the market. The charts of top selling offering (e.g. Billboard 200) are primarily populated with established artists, providing ample support for this perception (Moore et al., 2006). In other words, success of artists depends on artist brand awareness. Brand awareness measures consumers knowledge of a brands existence. It refers to the proportion of consumers who know or recognize the  brand. Brand awareness is an often undervalued asset; however, awareness has been shown to affect perceptions and even taste. People like the familiar and are prepared to ascribe all sorts of good attitudes to items that are familiar to them. Awareness is often transferred into perceptions of technological superiority and market acceptance (Kover, Aaker and Joachimster, 2000). According to Aaker (1991), brand awareness is a dimension of brand equity. Brand equity refers to that part of the value of a product that is attributable to the brand name. However, this paper will use brand equity in a different way than other theorists do. In the dance music industry, brand awareness plays a key role in the success of an artist, and therefore this thesis focuses on brand awareness and its relation with brand equity. Explicitly or implicitly, it is generally accepted that brand equity plays a role in the sales of entertainment products (Moore et al., 2006). This study measures brand equity as the difference in success between an established artist and a similar unknown artist. Once an artist is established, its success develops like a snowball effect or so-called virtuous circle. Artists should understand how to create and increase their brand equity and benefit from this sweeping change of the dance music industry. In the past, artists were promoted by their record labels and their success depended on the artists and labels network. Word-of-mouth played a big role in the distribution and promotion of music. The emergence of internet and the diminishing power of record labels have made it easier for artists to share music (globally) and therefore reach more people. New communication platforms like Facebook, Youtube, Twitter and blogs increased this phenomenon even more. This has also led to new possibilities for artists to create brand awareness. There are different ways for artists to promote themselves or get promoted to increase brand awareness. Record labels are used to share and distribute music in record shops and on the Web, artist agencies are used to handle and arrange event bookings, and artists themselves can promote themselves in their network. Because of the importance of word-of-mouth marketing to promote artists and music in the dance music industry, and the emergence of internet, artists should look for new ways and possibilities to share, promote, and distribute music through the Web. Viral marketing is a marketing tool that creates word-of-mouth through the internet. Therefore, this thesis will focus on the concept of viral marketing and whether it can be used to increase brand awareness in the dance music industry or not. The goal of viral marketing is to use consumer-to-consumer (or peer-to-peer) communications-as opposed to company-to-consumer communications-to disseminate information about a product or service, thereby leading to more rapid and cost effective adoption by the market. With viral marketing, consumers become promoters of the brand and spread the word to their friends. This thesis will explain the effects of viral marketing on the creation of brand awareness, which will consequently lead to brand image. This study refers to the first phase of the awareness process. 1.2 The problem statement Critics find the availability of free online music as life-threatening, while others think the new music industry will benefit from digitization and globalization in other ways. Describing how artists can benefit from the digitization and globalization of the music industry by creating brand awareness and brand equity through viral marketing is the main goal of this thesis, leading to the formulation of the following problem statement: To what extent does viral marketing create artist brand awareness, and thereby result in an increase of brand equity in the dance music industry? 1.3 Research Questions In order to be able to give an accurate answer to this problem statement, a set of research questions needs to be formulated to get a clear understanding of its context and implementation. The research questions are: What are brand awareness and brand equity and what is their relation? What is viral marketing and is it effective? What is the relation between viral marketing and brand awareness? What is the purpose of using viral marketing to create brand equity in the dance music industry? What is the effect of viral marketing on brand equity in this case? 1.4 Conceptual model Brand image Brand awareness Viral marketing Brand loyalty Brand equity in the dance music industry 1.5 Relevance Academic relevance There are several generally accepted theories about brand equity (Aaker, 1991; Keller, 1993; etc.). Despite the age of these theories, they are still widely used in research these days. Brand equity is defined in terms of the marketing effects uniquely attributable to the brand (Keller, 1993). Aaker explains the dimensions of brand equity, but his and other theories fail to explain direct causes of brand equity. A comparison between Aaker and Keller will explain the importance of brand awareness in its relation to brand equity. This study develops a new framework based on those existing theories with new practical insights developed for the dance music industry. Research and theories in this area are outdated and need to be revised to be applicable on this case. The focus of this thesis will be on brand awareness, because of its importance in the dance music industry as explained before. Brand equity occurs when the consumer is aware of the brand (Keller, 1993). Therefore, brand awar eness is of great importance in the creation of brand equity it is defined as the first phase of brand equity in this study. Other dimensions of brand equity, like brand loyalty or perceived quality, are established, once consumers are aware of the brand. This thesis does not focus on the effects of brand equity, but only looks at the first phase; brand awareness. This will be applied to the dance music industry, thereby resulting in a deeper insight and understanding on the importance of brand awareness related to the creation of brand equity. This thesis will focus on a relatively new phenomenon of word-of-mouth through the web: viral marketing. Viral marketing has been studied intensively the last years, but little is known about the effectiveness of viral marketing and whether it influences consumers actual behaviours (De Bruyn Lilien, 2008). This study will provide a better understanding of the effectiveness of viral marketing on brand awareness and brand equity, which will explain whether viral marketing is a useful method to use to create brand awareness, resulting in brand equity. Marketing theories about (customer-based) brand equity and viral marketing are used as a theoretical reference point when the artist branding practises are being evaluated and interpreted. Managerial relevance There is much uncertainty and indifference toward the new digital music industry. The visible disadvantages of the consequences (decrease in sales of music) are easier to measure than the indirect advantages of the consequences (exposure, acquaintance, distribution convenience). Internet increased the convenience of sharing music. However, artists themselves find it difficult to share their music effectively, because competition has increased significantly. Internet allows new artists to provide consumers with unprecedented amounts of song samples. This resulted in an enormous increase in music choice. As a consequence, new artists face tough competition in their efforts to get adequate attention on the internet (Crawford, 2001). Creating and managing a real brand is important for an artist to become successful. Because of the increase in importance of the artist brand, artists should understand brand management practices. Consumers should be made aware of the existence of the artist, and therefore brand awareness is very important. Artists and record labels increasingly try to promote themselves via social media, because it is a free and easy way to reach a large amount of people in a short period of time. But little is known about the effects of viral marketing. The effects of viral marketing on brand awareness will be studied in this thesis, in order to provide artists and record labels with a useful and effective tool to increase their brand equity. 1.6 Thesis structure The second chapter will explain of the terms brand awareness and brand equity in the dance music industry. In the third chapter a description of the term viral marketing will be given along with the effects of viral marketing. The interrelationships between the different variables will be explained in the fourth chapter. First the relation between brand awareness and brand equity will be explained and then the relation between viral marketing and brand awareness will be explained. The final chapter will contain the conclusions from the study including a discussion and suggestions will be given for further research. Chapter 2: Brand awareness and brand equity This chapter will shortly explain the terms brand awareness and brand equity. First, existing theories about brand equity and brand awareness are described and explained in order to build a theoretical background for this study. Then, the relation between brand awareness and brand equity will be described. 2.1 What is brand equity? Brand equity is a widely used marketing concept and there are numerous definitions for brand equity. In a general sense, brand equity is defined in terms of the marketing effects uniquely attributable to the brand for example, when certain outcomes result from the marketing of a product or service because of its brand name that would not occur if the same product or service did not have that name (Keller, 1993). Keller (2008) showed and explained the process of building strong brands in his Customer Based Brand Equity model. He focuses on brand-added value which he defines as the differential effect that consumers brand knowledge has on their response to the marketing of that brand. The process consists of the following dimensions: brand salience, brand performance, brand imagery, consumer judgement, consumer feelings and brand resonance. Aaker (1991) defines brand equity as a set of brand assets and liabilities linked to a brand its name and symbols that add to or subtract from t he value provided by a product or service to a firm and/or to that firms customers. Aaker identifies five assets; brand awareness, perceived quality, brand loyalty, brand association, and other proprietary brand assets. Keller explains brand equity as a customer-based process consisting of several steps which are related, while Aaker explains brand equity as set of brand dimensions without making a distinction between a firm and its customers. This thesis defines brand equity as the difference in success between an established artist and a similar unknown artist in the dance music industry. Figure 2 visualises the brand equity process in the dance music industry. It combines Kellers conceptual framework of customer-based brand equity and Aakers theory of brand equity to develop a new framework which explains the process of building brand equity. Figure 2. Brand equity in the dance music industry Brand loyalty Brand awareness Brand image According to Keller (1993), Customer-based brand equity occurs when the consumer is aware of the brand and holds some favourable, strong, and unique brand associations in memory. The different types of customer-based brand equity are discussed by considering the effects of these dimensions of brand knowledge on brand loyalty and consumer response to product, price, promotion, and distribution strategies. The focus of this thesis will therefore be on brand awareness, and how to create brand awareness, because it is of great importance in the creation of brand equity it is the first phase in the creation process of customer-based brand equity in this study. Brand image, brand loyalty and other dimensions of brand equity occur once brand awareness is established. This process is in line with Stalpers findings (2011); brand equity includes brand awareness and brand image, which subsequently could lead to popularity and brand loyalty. The relation between brand awareness and brand equity will be explained in paragraph 2.3 and a method used to create brand awareness will be explained in chapter 3. 2.2 What is brand awareness? Brand awareness measures consumers knowledge of a brands existence. It refers to the proportion of consumers who know or recognize the  brand (Keller, 2001). A brand can increase the demand for a product in several ways. Brand awareness makes it easier for consumers to identify products with the well-known brand names  (Mary W.Sullivan, 1998). Therefore, brands provide information by increasing awareness and serving as a proxy for quality. According to Keller (1993), brand awareness plays an important role in consumer decision making. One reason Keller mentions, is that brand awareness can affect decisions about brands in the consideration set, even if there are essentially no other brand associations. Consumers tend to prefer familiar, well-established brands. A minimum level of brand awareness may be sufficient for product choice, even in the absence of a well-formed attitude (Bettman and Park 1980; Hoyer and Brown 1990; Park and Lessig 1981). In this thesis, artist brand awareness refers to the extent that a consumer knows or recognizes an artist. Chapter 4 will explain why brand awareness is of great importance in the dance music industry. 2.3 Brand awareness and brand equity In contrary to other theories about brand equity, this thesis only focuses on the relation between brand awareness and brand equity. As explained before in previous paragraphs, brand equity occurs when the consumer is aware of the brand (Keller, 1993). Once brand awareness and thus brand equity is established, we can look at the effects of the dimensions of brand equity on brand loyalty and consumer response to different strategies. According to Keller (1993), high levels of brand awareness and a positive brand image should increase the probability of brand choice, as well as produce greater consumer (and retailer) loyalty and decrease vulnerability to competitive marketing actions. Chapter 3: Viral marketing The phenomenon viral marketing will be explained in this chapter. The goal of this chapter is to get a better understanding of viral marketing and its effectiveness. Advantages and disadvantages will be explained. The final paragraph will explain how viral marketing can be used to create brand awareness. 3.1 What is viral marketing? Marketers are looking for new ways of communicating with customers and creating a dialogue with customers. The growth and evolution of the internet has led to the creation of a new format of word-of-mouth; viral marketing through new media. It is the online version of word-of-mouth or so-called network marketing. The goal of viral marketing is to use consumer-to-consumer (or peer-to-peer) communications-as opposed to company-to-consumer communications-to disseminate information about a product or service, thereby leading to more rapid and cost effective adoption by the market (Krishnamurthy, 2001). Viral marketing and its offline counterpart word-of-mouth differ in two ways (De Bruyn Lilien, 2008).: Viral marketing practices are electronic by nature; there is no face-to-face communication. Viral marketing referrals are usually unsolicited, that is, they are sent to recipients who are not looking for information, and hence are not necessarily willing to pay attention to them. According to the same authors, Viral marketing occurs when consumers willingly become promoters of a product or service and spread the words to their friends; they are driven to do so either through an explicit incentive (e.g., financial incentives, need to create network externalities) or simply out of a desire to share the product benefits with friends (e.g., fun, intriguing, valuable for others). Viral marketing utilizes multiple new media channels such as Facebook, YouTube, Google, and Twitter, which enable customers to take a more active role as market players and reach (and be reached by) almost everyone, anywhere, and anytime. These new media threaten long established business models and corporate strategies, but also provide ample opportunities for growth through new adaptive strategies (Hennig-Thurau et. Al, 2010). Social media is essentially a new form of virtual word-of-mouth marketing. It is harnessing different social media networks. Viral marketing is a marketing strategy that creates a buzz around a product/service. It essentially acts like a virus, exploding the message to the masses, which can be used among all types of media, including social media. 3.2 What are disadvantages of viral marketing? From the last paragraph, it can be concluded that viral marketing works extremely rapid and the transmission of the marketing message is comparatively inexpensive. This all sounds promising, but marketers need to be aware of potential risks connected to viral marketing. Viral marketing is a relatively new phenomenon and the effects are difficult to measure (De Bruyn Lilien, 2008). The next paragraph will explain the effectiveness of viral marketing. According to Wuyts et Al (2010), a viral marketing campaign relies entirely on consumers to spread it, which makes it impossible for marketers to further control this process once the message spreads over the Web as a virus. In addition, consumers can edit a message once they will forward it to their peers, which makes it difficult to control the content of the message itself. Furthermore, consumers that unwillingly receive messages could consider such messages as spam, which may damage a brand. Finally, a marketer cannot control a campaigns timing (Welker, 2002). Control can thus be seen as the most important and challenging factor of a viral marketing campaign in order to maintain a good relationship with consumers. 3.3 Is viral marketing effective? Previous examples of successful viral marketing campaigns indicate that viral marketing could be effective. The most famous viral marketing campaign that put viral marketing on the map was the campaign by Hotmail in 1996. It helped Hotmail become the leading personal web-based email service provider. Hotmail users forwarded messages with a small endnote: P.S. Get your free email at Hotmail. With this campaign, Hotmail recruited 12 million subscribers in 18 months with a marketing budget of only $500 000 (Kirby and Marsen, 2006). As stated in previous paragraphs, it is important for marketers to understand the process and pitfalls of viral marketing in order to create a successful viral marketing campaign. De Bruyn Lilien (2008) support this statement: To better understand why and how viral marketing can be effective, we must understand its pass-along process and its underlying mechanisms of influence. The same authors say that by leveraging the power of interpersonal networks to promote a product or service, viral marketing campaigns are an effective means to transform communication networks into influence networks capturing recipients attention, triggering interest, and eventually leading to adoption or sales. But not all social networks are equally effective. It seems that networks of friends (as opposed to networks of professionals or colleagues) are more suited to the rapid and effective diffusion of peer-to-peer online referrals. 3.4 Viral marketing and brand awareness Viral marketing through new media is a relatively new phenomenon. As explained in the previous paragraph, viral marketing is considered as an effective tool to transform (electronic) communication networks into influence networks. In order to explain the relation between viral marketing and brand awareness, the marketing objectives of viral marketing should be explained first. Viral marketing through new media on the Internet is used to increase brand awareness or achieve other marketing objectives (such as product sales) and to create market share in a short period of time on a shoestring promotion budget (Krishnamurthy, 2001). De Bruyn Lilien (2008) developed a multi-stage model of word-of-mouth influence through viral marketing, which includes the following stages: Awareness:  The consumer knows the alternative exists, but may not have either interest in it or sufficient information to understand its possible benefits. Interest. The consumer is aware, develops some interest, and hence decides to learn more about the product. Final decision. The consumer has now taken an observable action, a purchase of a good or service or the sustained adoption of an innovation. As discussed before, viral marketing has some pitfalls. But what is this relation with brand awareness? Once the message is spread over the Web, it is impossible for a marketer to control this process and influencing what and how the message will be spread. This could lead to negative publicity. But does this harm a brand? Although popular wisdom suggests that any publicity is good publicity, prior research has demonstrated only downsides to negative press. However, according to a study by Berger et Al (2010) negative publicity could lead to positive outcomes. They argue that negative publicity can increase purchase likelihood and sales by increasing product awareness. This means that the old wisdom could be true in terms of creating awareness: any publicity is good publicity. Chapter 4: Interrelationship between variables Chapter 4 will apply all the previously described relations on the dance music industry. A more practical insight will be given about the meaning of brand awareness, brand equity and viral marketing within the dance music industry. The first paragraph will focus on brand awareness and brand equity. The final paragraph will explain how viral marketing can be applied in the dance music industry. 4.1 Brand awareness and brand equity in the dance music industry Brand equity includes awareness and image of a brand, which consequently could lead to a certain level of popularity and brand loyalty. Products and services with a strong brand are expected to comprise a higher quality. When an established artist with a strong brand releases a new song, consumers will expect high quality based on the experience that they have with that particular artist. As a consequence, consumers perceive less risk, and brand loyalty will be higher, which will make them less price sensitive. Furthermore, established, popular artists are able to charge more for their gigs (shows), because of their strong brand (Stalpers, 2011). Understanding how to reach high levels of brand equity by creating a strong brand is therefore important for artists to become successful. Especially in the dance music industry, brand awareness is important, because in general consumers will particularly listen to music from artists they know or recognize. Because of the enormous availability and supply of online dance music, consumers will filter music based on different aspects like genre or recognition. To create brand awareness, artists should understand brand practices to know how to position themselves in the market as a brand. The individual artist brand is important in order to successfully gain competitive advantage in the dance music industry, because established artists, like established brands, have name recognition, and have developed a certain image, and, furthermore, are associated with particular type of products (Levin et al, 1997). The presence of a recognized artist signals quality to the prospective consumer much as a trusted brand name implies quality in a product. 4.2 Viral marketing in the dance music industry As stated before, networking plays a large role in the dance music industry, especially compared to the general (mainstream) music industry. This is due to the fact that DJs in the dance music industry do not only play their own music, but also others work. A rock band, for example, only performs its own songs, but a DJ in the electronic dance music industry plays songs from several artists. They discover new music by sharing music with their colleagues and friends. Therefore networking and word-of-mouth is very important in this particular industry. As explained before, viral marketing occurs when consumers willingly become promoters of an artist and spread the words to their friends; they are driven to do so either through an explicit incentive (e.g., financial incentives, need to create network externalities) or simply out of a desire to share the product benefits with friends (e.g., fun, intriguing, valuable for others). Especially the last incentive (desire) would be an applicable incentive for consumers to share music. Also record labels can benefit from viral marketing, because they can guide artists to create a successful viral marketing campaign. The internet made it difficult for new artists to get adequate attention. These new artists can turn to record labels, which can assist them in getting attention through intense marketing efforts. Record labels can also facilitate the music creation and distribution process for these new artists (Crawford, 2001). Viral marketing is useful for artists because it is inexpensive and fast, as explained before. Welker (2002) confirms this statement: Obviously the call for cost reduction in marketing communication makes it necessary to consider viral strategies which are a new interpretation of the good old word-of-mouth-paradigm (Welker, 2002). The main goal for new artists is to create awareness. As concluded in paragraph 3.4; any publicity is good publicity to create awareness. Does this also apply to new, unknown artists in the dance music industry? According to the study by Berger et Al (2010), negative publicity should have differential effects on established versus unknown products. They found out that negative reviews hurt the sales of books, in this case, by well known authors, but it increased sales of books that had lower prior awareness. This confirms the statement that any publicity, whether positive or negative, increases or creates awareness. For a new artist it means that the main downside of viral marketing, namely control of the message, does not apply, because what and how the message will be spread is not important, the fact that it is spread is what counts. Chapter 5: Conclusion, discussion and recommendation This chapter will summarize the findings, discuss limitations and implications, and make recommendations for future research. The first paragraph will start with a short, but clear, answer on the problem statement, following by a more extensive conclusion. 5.1.1 Problem Statement The problem statement of this paper is formulated as follows: To what extent does

The Metaphorical Lesbian in Chopin’s The Awakening Essay -- Chopin Awa

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Pentecostal Movement Its Impact Among the Dalits and Tribal in India Essay

I. Introduction The prime focus of this paper is to explore the modern Pentecostal or charismatic movement and its impacts among the Dalits and the tribal in India. In this paper the presenter will also try to bring out a brief origins and historical development of Pentecostalism, in order to understand the movement and its impact on the Dalits and the tribal in India. 1. Etymology of the term Pentecostal The term Pentecostal is derived from the Greek word pentekostà © which literally means ‘fifty’. It is the Greek name for the Jewish festival known as the ‘Feast of Weeks’ in the Old Testament, which celebrates the fiftieth day after Passover observances. The New Testament used the term to refer to the established Jewish feast. However, since the gift of the Holy Spirit descended upon the disciples on the day of Pentecost (Acts 2), Christians reinterpreted the meaning of it in terms of this event. One of the features of the Pentecostals is the doctrine of baptism in the Holy Spirit with the evidence of speaking in tongues. 2. Who are the Dalits? Dalit is a designation for a group of people traditionally regarded as untouchable. Dalits are a mixed population, consisting of numerous social groups from all over India; they speak a variety of languages and practice a multitude of religions. There are many different names proposed for defining this group of people, including Panchamas (â€Å"fifth varna†), and Asprushya (â€Å"untouchables†). Dalits are outcastes falling outside the traditional four-fold caste system consisting of the hereditary Brahmin, Kshatriya, Vaishya, and Shudra classes; they are considered impure and polluted and are therefore physically and socially excluded and isolated from the rest of society. 3. Who are the Tribal? All over India tribal are generally known by the word Adivasi, Pazhanguli, etc., literally meaning indigenous people or original inhabitants of India. It is believed that the prehistoric India was inhabited first by the Negritos, later added to by the Australoids and then by the Dravidians and  the Mongoloids. The first of the above four, viz., the Negritos, entered India as early as the 4th millennium B.C. 1. The Negritos, still exist in Tamil Nadu, Kerala and Andaman and Nicobar, 2. Australoids represented by the linguistically Austro-Asiatic Kolarian speaking, viz. Mundas and Kharais and Santals, and the Indo Aryan speaking non-Aryan Bhil family, 3. Mongoloids of the Sino Tibetan language family of the whole of north-eastern India, and 4. The Dravidians are the Dravidi speaking race represented now in the entire southern India population and in Madhya Pradesh by the large tribes of Gonds and Khonds, the Kuis in Orissa and the Oraon and Maler in Bihar. Almost the entire tribal po pulation of India is non-Aryan by race and religion. 4. Origin of Pentecostalism The modern Pentecostalism movement was started by a charismatic revival as early as 1901 in Topeka, Kansa. However, April 1906 is generally credited as the beginning date for the modern Pentecostal Movement. On that date at the Azusa Street in Los Angeles, there occurred an outbreak of speaking in tongues. Charles Fox Parham and William J. Seymour, a white and a black respectively were monumental figures in Pentecostalism around whom the Azusa Street revival evolved. Parham and Seymour developed the doctrine that speaking in tongues was the evidence of the baptism in the Spirit. Most of the scholars credited Charles Fox Parham as the founder of the Pentecostal Movement, the founder of the Bethel Bible College at Topeka in Kansas City. He encouraged his students to discover the biblical teachings on baptism of the Holy Spirit and the exercise of the spiritual gifts. On January 1, 1901, Miss. Agnes Ozman requested Pastor Parham to lay hands on her and pray for her and after the prayer she spoke in a Chinese language. The Pentecostal fire experienced by Agnes Ozman and other students at Charles Parhamn’s Bethel Bible College at Topeka, Kansa was just the beginning of a worldwide movement that spread like wild fire. Although there were some contemporary revivals of a similar nature taking place in other countries, most of the world-wide spread of Pentecostalism can be traced directly or indirectly to Asuza Street. After the Azusa Street revival on April 1906, â€Å"Azusa Street soon became the ‘Mecca’ for thousands of visitors around the world.† The people who visited this place went back to their homelands spread this new  experience and spread the Pentecostalism to other parts of the world and formed Pentecostal churches. From the Azusa Street revival in Los Angeles, Pentecostalism spread rapidly around the world and began its advance toward becoming a major force in Christendom. 5. Pentecostalism Movement in India We have observed the modern Pentecostal movement in the 20th century that sparked out of the revivals that took place at Azusa Street, Los Angeles, which spread rapidly to the ends of the earth. Most of the scholars traced back the origin of Pentecostalism to the Azusa Street revival in 1906. However, it is not yet firmly established as to when the Pentecostalism started in India because prior to the coming of Pentecostal missionaries in the 20th century there were Pentecostal like events in the history of Christianity in India. According to Gary McGee, the eminent historian of Assemblies of God, Pentecostalism had already established itself in India long before word of Azusa reached the subcontinent. He validated by showing the documentary evidence that Pentecost, with all the associated phenomena, came to Tirunelveli and Travancore (South India) long before the Azusa revival. The powerful revival was witnessed in the second half of the 19th century in the following years first in 1 860, second in 1873 and third in 1895. People experienced the outpouring of the Holy Spirit and speaking in tongues in all these revivals though the recipients did not know that they were experiencing Pentecostal power as taught in the book of Acts. Another incident was witnessed in 1906 at Pandita Ramabai’s Mukti Mission in Maharashtra, in which young women baptized by the Spirit had seen visions, fallen into trances and spoken in tongues, began before the Azusa Street revival, there is no indication that this was precipitated by events in Los Angeles. According to various authorities as stated by Roger E. Hedlund, Pentecostalism in India has its roots in Maharashtra at the Ramabai Mukti Mission. The Mukti Mission revival was understood by Ramabai herself to be the means by which the Holy Spirit was creating an independent Indian Christianity. However this does not mean that the Azusa revival had no impact on Indian Pentecostalism. The Western missionaries who are the products of the Azusa revival came to India and spread the Pentecostal message to certain parts of India and gave birth to the classical  Pentecostalism in India. The first Pentecostal missionary who came to India in 1907 at Calcutta was A.G Gar who repre sents Azusa Street. There were also other missionaries likes Thomas Barrett, George Berg, Robert F. Cook and Mrs. Mary Chapman who was the first Assemblies Missionary to India who came to Madras (Chennai) in 1915. 6. History of Dalits in the Pentecostal Church In India Christianity has been in existence two thousand years in the south-western and South-eastern corner of India. However, Pentecostalism in India began only at the dawn of the 20th century. George Berg, an American Pentecostal missionary of German descent, was the first to introduced modern Pentecostal movement in Kerala in 1909. George Berg brought number of other Pentecostal missionaries in Kerala he brought Robert Cook in the year 1914, Mary Chapman in 1916, John Burgess in 1926, and Miss Mildred C. Ginn in 1930. Among all these missionaries, Robert Cook was known as the Missionary to Dalits because his main concentration was among the Dalits. From the very inception of the Pentecostal church in the central Kerala both the communities of Syrian and Dalits were attracted and they co-existed together in the church. At the beginning the Syrian Christians has no problem in identifying with the Dalit Pentecostals because they are also from the very low socio-economic background. Dalits on the other hand wanted to escape from caste discrimination, and continues search for liberation from all aspects of life, joined the Pentecostal movement which appeared to them non-structured, non-liturgical emotional Christian movement in the beginning. However, from the third decade of the century denominationalism came out among the Pentecostals and the peaceful co-existence began to change. The number of the Syrian Christians started to denied the rights and privileges of the Dalits especially in church administration and leadership. They were also discriminated by the uppercaste Christian within the churches because of their economical and social status. Thus Dalits felt alienated in the Church. This development has cause caste division between the Syrians and the Dalits Christians within the Pentecostal churches. As a result there was a split between the Syrian and the Dalits in 1930 under the leadership of Robert F. Cook and K.E. Abraham respectively. 7. Reasons for Dalits Embracing Pentecostalism On the basis of being labelled ‘Untouchables’ or ‘Outcasts’, Dalits have suffered extreme forms of disadvantage and oppression for centuries. They were in continuous search for their liberation from all aspects of life and their identity. It was in the 20th century the modern Pentecostal movement with its message of oneness, equality, fellowship, dignity for all races and castes and other several related subjects reached India. The Dalits found the movement appealing to their aspirations in life and began responding to the movement. One of the reasons for Dalits embracing the Pentecostal movement is that they saw several factors common to their pre-Christian culture and lifestyle, which facilitated their entry into the movement. They were able to see some continuity with many of their pre-Christian culture and practices. This aspect of continuity and discontinuity is not only among the Dalits but even among the tribal of Northeast India. Another main reason is the discrimination to the Dalits by the mainline churches basing on their caste origin. Though they became part of the church, they did not share equal status in the mainline Churches. This discrimination encouraged a better spiritual atmosphere where they can have better opportunities. There are many other reasons for Dalit inclination to the new faith, the above given are just some of the basic reasons for better understanding of the topic. 8. Tribal and the Pentecostal Movement It was only in the later part of 18th century Northeastern region came under the influence of the gospel which has brought a tremendous transformation in the region. One of the greatest transformations is stopping the barbaric practice of head hunting especially among the Mizos and the Nagas. When Christianity came in the region Khasis tribe was the first to embraced Christianity among the tribal. According to Dr. J. Edwin Orr, the first revival experienced took place in the Khasi Hills in the 1903. From Khasi Hills the wave of revival spread to other regions in the North East. In the year 1905 the church Mawphlang in Khasi Hills of central Assam, people experienced an unusual fervour manifested by intense prayer, weeping, praise, confession of sin, prophecies, dancing etc. Similar things was happened at Pariong, Nowgong, North Lakhimpur, Golaghat, Sibsagor, Naga  Hills and several other places. The tribal people of North East India has felt the impact of Pentecostal or charismatic movement during the 20th century. This movement has both positive and negative impacts. In Meghalaya the Pentecostal movement has brought change and new congregational life. This movement give the church a missionary zeal, a new vision for missionary outreach resulting in new churches and outreach into six other states as well as outside India. Leadership development and outreach continued to extend among the Garos and into Haryana, Punjab and Mumbai. However, this movement also brought division which led to the formation of new denominations. In Mizoram the Pentecostal movement has greatly impacted on the development of leadership and the formation of mission societies among the Baptist and the Presbyterian churches, which also led to the emergence of a large number of indigenous Christian movements. Today Mizoram is the main centre for the rise of independent Pentecostal charismatic groups in North East India. In the late 1950s out of much suffering and adverse political circumstances till the early 1980s, there was a revival which swap across Nagaland thousands of people turn to Christ as Lord and Saviour. The zeal for the Lord and missions grew among the people which remain through this day. Today over whelming majority of Nagas are Christians consisting of all denominations. The main independent model, growing out of the revival movement is the Nagaland Christian Revival Church founded in 1962. In Manipur United Pentecostal C hurch was introduced in 1953 as the result of Pentecostal movement. Assam and Arunachal Pradesh are recently growing. As result of revival movement in Nagaland, Manipur and Mizoram, major Pentecostal denominations include the Assemblies of God and the United Pentecostal Church are said to be increasing, apart from the indigenous Christian groups. Today in North-eastern part of India we have several Pentecostal or charismatic Churches who are characterized by speaking in tongues, prophesying, healing, and other spiritual gifts. 9. The Impact of Modern Pentecostal/charismatic Movement The Pentecostal message of oneness and equality has attracted many followers especially people from the marginalised group. The Dalits and the tribal in their long search for justice, equality, freedom and status in the society found the Pentecostal movement appealing to them and they responded to it. This Pentecostal or charismatic movement has made a great impact and spread across various denominations in India. 9.1. Social Impact: The Pentecostal movement has brought a great transformation in the lives of the individuals and families in the communities not only spiritually but socio-economically as well. The Pentecostal teaching of oneness in the body of Christ made the untouchables become the children of the Kingdom of God. To some extend this teaching has alleviated caste discrimination. Social evils like alcoholism, slavery, casteism were not tolerated in the church. Pentecostal movement has awakened the self among the Dalits and the tribal which shook the very foundations of the caste-based social structure especially in Kerala. They began to gain self-respect, identity and dignity. This movement also has largely influence some of the largest Pentecostal churches in Bangalore, Chennai, Kolkata and Mumbai to actively engaged in various social programs for the benefits of the poor and the Marginalized. In Madhya Pradesh the Indigenous Pentecostal-Charismatic mission agencies like Blessing Youth Mission, India Evangelical Team, Native Missionary Movement, along with others are engaged in a number of translation, literacy, medical, evangelistic and community development projects as part of their ministry of social and spiritual service in this state. 9.2. Ecclesiastical Freedom: Pentecostal movement is mark by strong congregational ecclesiology. This movement gained a principle of ecclesiastical freedom, which maximizes the role of the local congregational. A movement of the Spirit not controlled by ecclesiastical structures or hierarchy. Pentecostalism promotes corporate and individual discipline and spiritual autonomy among the Dalits and the tribal. As a result of this movement every members of the Dalits Pentecostal churches are allow to fully participate in all activities of the church like prayer, reflections, singing and decision making. Their participations are not based on physical qualifications but on the basis of their experience of the Holy Spirit in their lives. Dalits worship is the expression of real democracy and equality. There is no social discrimination among the worshippers they all come together as one family in Christ. In Dalit Pentecostalism salvation  is essentially the same for men and women. 9.3. Spirituality: The outpouring of the Holy Spirit, variously called revival, renewal, Pentecostal and charismatic movement, always produced a sense of sin and one’s unworthiness especially before God, a fresh realisation of sin forgiven, a fresh outburst of love for God and humanity, afresh burden to share God and his gospel to others, a new release of divine power manifested in prayers, praise, spiritual power encounters and healing. Pentecostal movement help the Dalits and the tribal to personally encounter with the Spirit of God and experienced its transformational power in their lives. 9.4. Emergence of Dalit Theology: According to V.V. Thomas, Pentecostalism has provided the Dalits with an experience of God in their everyday life. They experienced God through healing, financial blessings etc. They do not have any carefully written dogmas and theology but they narrate their experiences of God which give them a lot of satisfaction. In Dalit Pentecostal church they testify, pray spontaneously, and preach without written manuscripts but with a lot of theology in it which relates their everyday lives of the people, struggles, agonies, and burdens. It is said that some of the best preachers in the Pentecostal Movement in Kerala have come from the Dalit background. The Dalits Pentecostal formulated their theology through narrative form. The Dalits prefer a narrative expression of their theology and witness. 9.5. Mission: One of the greatest impacts of early Pentecostal revivals in India, as in most parts of the globe, was its missionary passion. The Pentecostal spirit took its people beyond their boundaries. The missionary waves from various revivals like Mukti, Kerala, and, others impelled the people to be witnesses of the Pentecostal message in many parts of India. Pentecostal has influence the Dalits in the area of mission, one of the chief reasons for Pentecostal growth is its strong emphasis on mission and evangelism. Even in tribal region in Northeast the charismatic movement has resulted in remarkable church growth in many places. Part of the Pentecostal expansion in Kerala is due to outreach ministries to tribal and other  deprived population. Pentecostals have established many churches among hill tribes and estate labourers in remote areas where they have found abundant response. In South Indian Pentecostals became involved in educational and community development programmes along with the expansion of evangelistic and church-planting activities. The missionaries from south India play a vital role in making Pentecostalism a movement in Rajasthan which became a predominantly tribal religion in the state as more tribal people became involved in the movement. 10. Evaluation Pentecostalism has been described as one of the fastest growing global religion of the 20th century. Indian Pentecostals understand the manifestations of the Holy Spirit as a transforming and an empowering experience. Being filled with the Holy Spirit enables people to do extraordinary things otherwise impossible. Pentecostals believe that living in the life of the Spirit can lead to deliverances from all types of oppressions even physical healing. The Holy Spirit is seen as encompassing all of life’s experiences and afflictions. Through Pentecostalism Dalits expressed their opposition to the caste system in Hinduism as well as to the caste based hierarchy of the Church. This is one reason I find that people of different faith traditions to join in the Pentecostal movement on a basis of millennial equality because they just wanted to become people with full dignity before God. Pentecostal therefore became a sanctuary for people who were seeking better social status. Dalits and tribal has a long history on struggle for freedom from various domains. They go through discrimination, inequality, injustice and oppression from the high caste and also from within the church. It was in this context the modern Pentecostal movement message of oneness, equality, dignity regardless of castes and races reached India. The Dalits whose situations are worse than the tribal found this movement appealing to their aspiration in life began to respond to the movement. By 20th century the Dalit actively take part in the Pentecostal movement which has its great impact upon them. This movement has arose the self-awareness within the community and they became conscious of their social identity and they responded to the movement. The Dalit-led congregations tend to emphasize emotionalism, spontaneity, and the  priesthood of all believers, and to conceive salvation in collective terms and as the overcoming of worldly oppression. The Dalits and tribal are the weaker ones in the society and in many ways they have been subjugated and discriminated by the high caste people and their history of struggle still continue. However, the tribal have better status and position than Dalits in the society. Dalits embraced Pentecostal movement mostly with the hope of physical aspect of liberation, whereas, the tribal mostly on the aspect of spiritual liberation. Though Pentecostal movement has made a great contribution towards the Dalits and tribal Pentecostal, ther e are also some areas where this movement has its negative impacts upon the Dalits and tribal. Especially in tribal region in the North east the coming of the Pentecostal movement has divided the church into denominations which has become one of the biggest hindrances to the non-Christians to accept Christ. In the present generation many of the charismatic churches has lots of nominalism. There are instances where their charismatic activity has become a hindrance to others because there are some people who pretend to speak tongues and prophesies which is not from the Spirit but from their own heart. These things are creating confusions and doubts in the working of the Holy Spirit. There are also some people who carry two different personalities in them, inside the church they are different person and outside the church another different person. When we reflect to the beginning of the Pentecostal movement, the early believers received the gifts of the Holy Spirit and they were moved by the Spirit. But today speaking of tongue, using of symbols like â€Å"Hallelujah† or â€Å"Praise the Lord† are becoming a mere traditional in the charismatic churches. These are some of the negative impacts rising in the charismatic churches which are dangerous for our churches. Pentecostal churches needs to be biblically grounded and go back to the earlier emphasis on purity of life and transparency in one’s relationship with God and with one another. The central focus should be on God and not in any other else. II. Conclusion Revival in the Christian community has paved way for the emergence of Pentecostal movement in India. This movement has a great impact to the Dalits and the Tribal. However, as to my observation very few documentation  or research work has been done on the Pentecostal movement in India. In fact among the tribal we hardly have any research works on Pentecostalism especially in North East India. Therefore, with the limited source the presenter has tried to bring to our understanding of modern Pentecostal movement and its impact among the Dalits and the Tribal of India in this paper. To sum up the paper Pentecostal movement aims to achieve human dignity, respect, equality, and for more freedom both in social and spiritual aspects. In spite of the progress and the changes resulted by the Pentecostal movement, the Dalits and the tribal struggle and quest for further freedom still continue in India. ——————————————– [ 1 ]. The terms â€Å"Pentecostal† and â€Å"Charismatic† are used interchangeably with the same meaning. [ 2 ]. J.C. Rylaarsdam, ‘Pentecost’ in The Interpreter’s Dictionary of the Bible: An Illustrated Encyclopedia. Edited by. George Arthur Buttrick, et.al. (New York, Nashville: Abingdon Press, 1962), 727. [ 3 ]. https://en.wikipedia.org/wiki/Dalit, accessed on 01/07/2013. [ 4 ]. http://www.ncdhr.org.in/ncdhr/general-info-misc-pages/wadwiu, accessed on 22/07/2013. [ 5 ]. Ebe Sunder Raj, Conversion- A National Debate (Horizon Printers and Publishers: Delhi, 2004), 127. [ 6 ]. Ebe Sunder Raj, Conversion- A National Debate, 75. [ 7 ]. V.V. Thomas, Pentecostalism in the Post Modern Era: Potentials/Possibilities, Problems and Challenges. Paper presentation as part of the requirement for promotion to full Professorship (Pune: Union Biblical Seminary, 2013), Unpublished Material, 3. [ 8 ]. http://www.yoyomaster.com/ministry.file/Pentecostalism.pdf, accessed on 23/07/2013. [ 9 ]. Cheryl Bridges Johns, Pentecostal Formation: A Pedagogy Among the Oppressed (Sheffield: Sheffeild Academic Press, 1998), 37. [ 10 ]. Nancy A. Hardesty, Faith Cure: Divine Healing in the holiness and Pentecostal Movement (Peabody, Massachusetts: Hendrickson Publishers, Inc., 2003), 103. [ 11 ]. A.C. George, Trailblazers for God: A History of the Assemblies of God of India (Bangalore: SABC Publications, 2004), 29. [ 12 ]. ‘The Pentecostal and Charismatic Movement’, by. Robert J. Koester, in http://www.wlsessays.net/files/KoesterPentecostal.pdf. Accessed on 23/07/2013. [ 13 ]. V.V. Thomas, Dalit Pentecostalism: Spirituality of the Empowered Poor (Bangalore: Asian Trading Corporation, 2008), 56. [ 14 ]. Roger E. Hedlund, eds. Missiology for the 21st Century: South Asian Perspectives (Delhi: ISPCK/MIIS, 2004), 138. [ 15 ]. Roger E. Hedlund eds. Missiology for the 21st Century: South Asian Perspectives, 208. [ 16 ]. A.C. George, Trailblazers for God: A History of the Assemblies of God of India, 29. [ 17 ]. A.C. George, Trailblazers for God: A History of the Assemblies of God of India, 30. [ 18 ]. A.C. George, Trailblazers for God: A History of the Assemblies of God of India, 34. [ 19 ]. Allan Anderson, eds. Asian and Pentecostal: The Charismatic Face of Christianity in Asia (Philippines: Regnun Books International, 2005), 215. [ 20 ]. V.V. Thomas, Pentecostalism in the Post Modern Era: Potent ials/Possibilities, Problems and Challenges, 4. [ 21 ]. A.C. George, Trailblazers for God: A History of the Assemblies of God of India, 25. [ 22 ]. V.V. Thomas, Dalit Pentecostalism: Spirituality of the Empowered, 5. [ 23 ]. T. S. Samuel Kutty, The Place and contribution of Dalits in Selected Pentecostal Churches in Central Kerala from 1922-1972 (Delhi: ISPCK, 2000), 1. [ 24 ]. T. S. Samuel Kutty, The Place and contribution of Dalits in Selected Pentecostal Churches in Central Kerala from 1922-1972, 1-2. [ 25 ]. T. S. Samuel Kutty, The Place and contribution of Dalits in Selected Pentecostal Churches in Central Kerala from 1922-1972, 2. [ 26 ]. T. S. Samuel Kutty, The Place and contribution of Dalits in Selected Pentecostal Churches in Central Kerala from 1922-1972, 2. [ 27 ]. V.V. Thomas, Dalit Pentecostalism: Spirituality of the Empowered Poor, 133. [ 28 ]. V.V. Thomas, Dalit Pentecostalism: Spirituality of the Empowered Poor, 2-3. [ 29 ]. V.V. Thomas, Dalit Pentecostalism: Spirit uality of the Empowered Poor, 11. [ 30 ]. Geomon K. George, Religious Pluralism: Challenges for Pentecostalism in India (Bangalore: Centre for Contemporary Christianity, 2006), 170. [ 31 ]. A.C. George, Trailblazers for God: A History of the Assemblies of God of India, 155. [ 32 ]. F. Hrangkhuma & Joy Thomas, eds. Christ Among the Tribals (Bangalore: FOIM, 2007), 15. [ 33 ]. A.C. George, Trailblazers for God: A History of the Assemblies of God of India, 155. [ 34 ]. Allan Anderson, eds. Asian and Pentecostal: The Charismatic Face of Christianity in Asia, 234. [ 35 ]. Allan Anderson, eds. Asian and Pentecostal: The Charismatic Face of Christianity in Asia, 235. [ 36 ]. Documentary of History & Background of the Nagaland Baptist Church Council, NBCC. Produced by. NBCC during Platinium 1937-2012. [ 37 ]. Allan Anderson, eds. Asian and Pentecostal: The Charismatic Face of Christianity in Asia, 237. [ 38 ]. Allan Anderson, eds. Asian and Pentecostal: The Charismatic Face of Christianity in Asia, 237. [ 39 ]. Roger E. Hedlund, ed. Christianity is Indian: The Emergence of an Indigenous Community (Delhi: ISPCK, 2000), 379. [ 40 ]. V.V. Thomas, Dalit Pentecostalism: Spirituality of the Empowered Poor, 116. [ 41 ]. Roger E. Hedlund eds. Missiology for the 21st Century: South Asian Perspectives, 138. [ 42 ]. Allan Anderson, eds. Asian and Pentecostal: The Charismatic Face of Christianity in Asia, 229. [ 43 ]. ‘Critique of Pentecostal mission by a friendly evangelical’ by Roger E, Hedlund, http://www.apts.edu/aeimages/File/AJPS_PDF/05-1-RHedlund.pdf, accessed on 14/ 08/2013. [ 44 ]. V.V. Thomas, Dalit Pentecostalism: Spirituality of the Empowered Poor, 376. [ 45 ]. V.V. Thomas, Dalit Pentecostalism: Spirituality of the Empowered Poor, 379. [ 46 ]. F Hrangkhuma, Future Challenges and Changes in Mission, in UBS Journal. Vol.2. No.2. September 2004. P. 59. [ 47 ]. V.V. Thomas, Dalit Pentecostalism: Spirituality of the Empowered Poor, 378. [ 48 ]. V.V. Thomas, Dalit Pentecostalism: Spirituality of the Empowered Poor, 375. [ 49 ]. http://www.apts.edu/aeimages//File/AJPS_PDF/09_-_2_Wessly_Lukose.pdf, accessed on 14/08/2013. [ 50 ]. A.C. George, Trailblazers for God: A History of the Assemblies of God of India, 153. [ 51 ]. Roger E. Hedlund, Quest for Identity, India’s Churches of Indigenous Origin: The Little Tradition in India Christianity (MIIS/ISPCK: Delhi, 2000), 82. [ 52 ]. http://www.apts.edu/aeimages//File/AJPS_PDF/09_-_2_Wessly_Lukose.pdf, accessed on 15/08/2013.

“Crossing The Swamp” by Mary Oliver Essay

The poem, Crossing the Swamp is a well organized work of literature, which uses many techniques to develop the relationship between the speaker and the swamp. Some of these techniques include diction, narrative structure, repetition, imagery, personification, tonal shift, as well as many interesting sound devices. Before the scrutinizing search for the figurative language begins, the first thing that is noticeable is the narrative structure. The speaker provides us with the image of the characters footsteps itself through the structure of the poem, which indicates the struggle that he is going through by the gaps and indents throughout. Because of the thoughtful syntax of the poem, we cannot refer the body as stanzas or paragraphs; thus, the poem itself is one broken stanza which includes the characters adventurous journey and appalled misery. At the beginning of the poem, (line 5), the cacophonic sounds like branching, burred, belching bogs are used to describe the ugly sounds of the swamp as the character takes a step forward. The repetition of Here is also very unique because it is emphasizing the location of where the character is being tortured by having to walk into this ruthless swamp. The sound devices include consonance and rhythm with the repetition of the end sounds of pathless, seamless, and peerless. The foothold, fingerhold, mindhold can be consonance as well as alliteration, as foothold and fingerhold both begin with the same sound. Alliteration also presents itself in lines 18 and 19 with such slick and hipholes, hummocks. There is another cacophonic sound in lines 21 and 22 as the speaker describes the image of the swamp with hatred, calling it a black, slack earthsoup. This diction will also be considered as imagery as it compares the swamp with earthsoup. The tonal shift in the poem begins on line 22, with the sentence I feel not wet so much as painted and glittered From this point on, the speaker doesnt sound as frustrated and desperate as he was in the beginning of the poem. He finally feels hopeful and thankful to have another chance to live. The narrator also provides us with the description of the speaker, a poor dry  stick, which tells the reader that the character is an old, fragile being, trying to cross this swamp that he gets angry at in the beginning but now is finally appreciative. In conclusion, the relationship between the speaker and the swamp is of struggle. It seems like they both are fighting with each other to belittle the other and consume victory, but finally they give in to each others needs. The swamp lets the old man go, and he thanks the swamp heartily. The connection between them is of stubbornness and struggle, as well as understanding at the end.

Software Design Specification Document Essay

1. Introduction 1.1 Purpose of this document  describes the purpose of the document, and the intended audience. 1.2 Overview  provides a brief overview of the product defined as a result of the requirements elicitation process. I am working for M. Bufton which is a small engineering/prototyping company, which is in the process of expanding. They currently have a small workshop unit and office, but are looking to expand into the adjoining building. They have 20 PCs that are of mixed age and specification as well as 4 laptops. In addition to their office machines they have 2 CAD/CAM machine tools, an extrusion polymer 3D printer and a full (manual) machine shop. They employ 30 staff in various roles. Mrs Megan Bufton is a Newtown native, and speaks Welsh as her first language. All of the reports and other documentation need to take this into account. Initially, I have been tasked with improving the basic processes, procedures and documentation required for their business systems. However due to their rapid growth in the use of 3D printing the company is planning to franchise their operation and with the help of their intended franchisees open additional sites across the country as soon as possible. The company proprietors have decided that in order for their business to expand further and create a brand recognised as offering a wide choice of rapidly designed and developed products with simplicity of operations they  need strong support systems for franchisees. To keep costs low they will need a computerised system to manage all the company’s orders. The company’s proprietors have heard about databases but have no idea what they are or how they will benefit the company. Bufton’s company currently collects all regular orders in an Excel spreadsheet. They find the spread-sheet difficult to use and keep having to type in the same data for each customer order, which has led to data entry errors and subsequent inconsistencies in the data held. The spread-sheet doesn’t allow for effective retrieval of information and does not offer any reporting facilities for printing off documents such as invoices and outstanding payments. As their resident IT specialist I been seconded into developing a system based on database software to deal with Bufton’s orders. 2. General Description 2.1 Product Functions Describes the general functionality of the product, which will be discussed in more detail below. 2.2 User Characteristics Describes the features of the user community, including their expected expertise with software systems and the application domain. Directness I have made the program as direct as possible. You can search forms for specific data, add data, delete data with cascading updates and deletes and you can view reports for a quick overview of your data. The program does not have any unnecessary features. User in control The user can modify the system how they like, they can create new reports for specific criteria, they can view the data any way they like and have clear, easy to use buttons on the forms to navigate through them with ease. Consistancy The forms, reports and database is consistant, the layouts are the same and they look similar and proffesional. The navigational buttons are all in the same place and are the same size. I have added a picture to the company form as I was going to have a different related background on each but I didn’t have time to change the photo or seasrch for other related images for the other forms. Forgiveness My error messages contain a clear description of which characters must be entered into the field, you can then click ok and edit your entry. You cannot click onto another field untill the field you are on contains the right criteria. Feedback I have used reports for clear viewing of data so you can see clearly and quickly what stock is selling etc and I have input masks and validation rules on many fields so if the wrong information is entered an error message will appear. This helps to keep the referential integrity. Aesthetics I have made the database as logical as possible with fields in the right order and I have made the reports and forms as eye pleasing as possible by using pictures, colours and a consistant layout. Simplicity Using forms and reports I have made inputting data and pinpointing data as easy as possible. I have used a well known program to develop my software so most people will know how to use it anyway, I have also made a switchboard where the user can go from a menu to any form they want to view and a button on each form to take you back to the menu, ready to select another form.